Case Study: PayTunes Drives ISPL Engagement Through Digital Audio Ads
Challenge: PayTunes, an audio advertising company, aimed to leverage the rising popularity of the Indian Street Premier League (ISPL) to increase brand awareness, positive brand image, and ultimately, user consideration for the platform.exclamation
Solution: To maximise campaign impact, PayTunes implemented a geographically targeted digital audio campaign across all regions of India during the ISPL season. This strategic approach leveraged audience segmentation to ensure ad delivery to the most receptive demographic: between the ages of 18 and 45, encompassing both genders male & female. The campaign employed sophisticated targeting tactics to reach listeners during their daily routines, catching them on commutes, gym workouts, and even pre-game moments, effectively positioning PayTunes as the soundtrack to their ISPL experience.
Results:
- Earworm Effect: A staggering 54% of listeners remembered the ad, proving it wasn’t easily skipped and leaving a lasting impression. This translates to millions of potential customers having PayTunes stuck in their heads – the good kind of stuck!
- Branding Blitz: The campaign scored a massive 8-point uplift in attribution rate. In other words, listeners not only remembered the ad, but they instantly recognized it as the Indian Street Premier League.
- Content Captivation: Listeners weren’t just remembering the ad, they were actively engaged. Ad interest skyrocketed by 20 points, a clear sign that PayTunes’ creative team hit a home run with captivating content.
- Image Innings: The campaign significantly improved brand perception. The association between PayTunes and the ISPL saw a phenomenal 26-point increase in positive brand image. PayTunes became synonymous with the energy, excitement, and youthful spirit of the ISPL.
- Consideration Conversion: The ultimate victory: a 17-point jump in future consideration for PayTunes. This means millions more listeners were not just aware of PayTunes, but actively considering it as their go-to music platform. Even more impressive, those who recalled the ad showed a whopping 72% uplift in consideration, solidifying the campaign’s effectiveness.
Insights:
- Digital audio advertising proved to be the perfect pitch for reaching ISPL fans. The targeted approach ensured the right message reached the right audience at the right time.
- High ad recall demonstrates an unforgettable campaign that resonated with listeners.
- Crystal-clear branding and captivating content created a strong connection between PayTunes and the ISPL.
- The campaign not only boosted brand awareness but also positioned PayTunes as the soundtrack to the ISPL experience, fostering a positive brand image and significantly increasing user consideration.
Audio Ad Execution
Conclusion:
PayTunes’ digital audio campaign for the ISPL season was a game-changer. It successfully drove brand awareness, enhanced brand perception, and significantly increased the number of listeners considering the platform. This case study is a masterclass in leveraging the power of targeted digital audio advertising to achieve marketing goals and become an integral part of a growing sporting event.
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